Here is a story you often hear: Once upon a time, an overseas Filipino worker (OFW) left to work in another country. He sent money to his family every so often, boosting the Philippines’ economy in the process. Then he came back, got sick and was no longer qualified for another overseas contract. He was left alone to fend for himself.
We do not know yet if he lived happily—or sadly—ever after. What we do know is that some initiatives are undertaken to address this polar extreme: OFWs help the country largely through remittances while the country offers little help when OFWs are in need.
One of these initiatives comes in the form of AXA Insurance Online (AXA iON) that AXA Philippines (Philippine AXA Life Insurance Corp.) set up for OFWs and Filipinos. What is considered as the Philippines’ first online life insurance store is also a portal that can bridge financial gaps by presenting itself as a viable investment option for OFWs.
Social media is the best place for you to find, reach and interact with your friends or fan base in real time. BUT it is also a site infested by an army of grammar Nazis.
Watchful eyes like that of a hawk, just waiting for you to make a grammatical blunder. Grammatical errors, big or small, are all the same in the eyes of a grammar Nazi. None will be forgiven. One wrong move and you find yourself in the black list. Pretty scary, right?
What works before may not work anymore today.
Wedding planners in Cebu, for instance, used to bank on flyers, leaflets, feelers, brochures, and word-of-mouth for reference to have their services promoted. To help sustain what they do, they resort to putting up billboards, tapping traditional media, and participating in expositions.
But with today’s social media where everything seems to be just a click away, wedding packages and related services can be perused and arranged through the most-used information sharing sites like Facebook, Twitter, Instagram, Google Plus, and Youtube. The number of platforms is expanding, providing easy access and stiffening competition never ever imagined 20 years ago.
It is a common sight in Facebook groups, especially those with a large following, to see one or two persons promoting real estate development. A common sight, too, is that rarely are there interactions about their posts.
Take for example my experience as a member in a 3,000-strong book lovers group where anyone from anywhere in the Philippines can share their love, or sale, of books. One time, a real estate agent with a suspicious profile photo came in, told the admin to delete his post if it is not aligned with the group’s advocacy and went on to post a promotion of a financing scheme for condominium units in Manila.
Every time I see a post like this on the social media groups where I am a member of, two things automatically pop in my mind: that the real estate agent is either too busy or too lazy to care where he will put his promotions and that he really needs help, some crash course in social selling.
SOCIAL MEDIA TO THE CONSUMER’S RESCUE
How many times has it happened to you when food being advertised on TV or food porn pictures on Facebook automatically brings your salivary glands into overdrive. You get an insatiable craving for that food that you have little choice but to promise yourself to dine there at the next possible opportunity, like immediately that night.
And when you finally get a hold of the supposedly big-portioned burger oozing with juiciness with melting cheddar dripping all over, reality sinks in. Whatever you saw on the ad is nothing like whatever it is you are holding in your hand. The so-called quadruple-pounder of 100% Angus beef burger is a sad version of it’s pimped-up self on the media.
When false advertising happens, it is your right as a consumer to bring it to the attention of the Department of Trade and Industry. Among the objectives of The Consumer Act of the Philippines (RA 7I394) is to protect the interest of the consumer against deceptive, unfair and unconscionable sales acts and practices.
Brands that know how to “laugh” at themselves can win the hearts (and attention) of their target customers. That is true if the placement is perfect and it is well within the marketing plan of the brands.
But what can brands do to ride on “memes”? It’s a concept known as memejacking.
What is a meme anyway? Hubspot mentions that “a meme is quite simply a concept, behavior, or idea that spreads, usually via the internet.”
Filipinos are now starting trends or memes where they poke fun at nostalgia. Take for example the recent viral trend of “Sarah ang Munting Princesa” and the “Patatas Meme”. You may have seen this meme shared on your newsfeed. Or maybe saw one but didn’t “get” the joke.
Some news outlets mentioned that no one knows where the trend started. Unlike other memes where origins are very much traceable, the source of the “patatas meme” still has to be uncovered. Checking some source online would bring you to the meme’s own Facebook page and Twitter profile. It has thousands and thousands of followers and fans in such a short period of time.
Now if only brands know how to tap these kinds of “viral” themes, it could well be a blast for them and their audience. Do you think it would be appropriate for these brands to mention a Princes Sarah Patatas Meme?
Browsing through my Facebook feed, I usually take the time looking at the ads served to me. It’s not just to bump their impressions, but I love looking at how advertisers execute their campaigns and personally determine if the ad was served right to me. Knowing that me and my son have a pet game called “Hay Day”, I was not surprised when I noticed this ad below from Clash of Clans, a game from the developer – Supercell.
What surprised me though was that the Tagalized ad. It was in Tagalog! Or rather in Filipino.